London Olympics draws record viewership

MUMBAI: London Olympics started with an exceptional performance especially in the United Kingdom with 23.5 million viewers tuning in for the opening ceremony on BBC1 for an 82.3 per cent market share, making it the top of the year so far, according to Eurodata TV Worldwide trends.

Viewing figures were also high across the World for the spectacular opening ceremony. In France the event gathered great audiences on TF1 with 8.7 million viewers and a 56.9 per cent market share, that is to say a better score compared to Beijing 2008 (5 million viewers on France 2).

Over in Germany on ZDF, 7.6 million sports fans watched the event for a 43.5 per cent market share. Although this matched results for Beijing, it nonetheless represents a drop compared to Athens 2004, partly due to the length of the ceremony added to the time difference.

Among Spanish audiences on La 1, the event gathered 5.6 million viewers with 46.1 per cent market share, more than doubling the results of Athens 2004. This huge rise demonstrates that the Spanish are more and more enthusiastic for sports in general, thanks to the incredible success of local athletes and teams.

Italians also appreciated the Opening Ceremony with more than 5.5 million people tuning in on Rai 1 with a market share of 42.6 per cent, in line with previous Games.

In China, despite a big time difference, CCTV1, CCTV5 and CCTV News realised good figures (all three channels combined) with 22.2 million viewers and a 49 per cent market share. It is the proof that the previous Olympics created a keen interest.

The data used is from multiple sources to capture the viewership of the various countries. These are: Eurodata TV Worldwide; Médiamétrie (France); Nielsen (USA); Auditel (Italy); BARB (UK); AGF,GfK Fernsehforschung (Germany); CSM Media Research (China); Kantar Media (Spain).

The women’s football competition started with a big match between two favourites for the gold medal: France and the USA. This game, the remake of the 2011 FIFA World Cup semi-final, achieved great audience in France with 1 million viewers and a 8.8 per cent market share on France 4, compared to a 2.2 per cent channel average market share over the first semester of 2012.

In the UK, BBC1 gathered 1.8 million viewers and a 18.3 per cent market share for the game between Great Britain and New Zealand. These results demonstrate the increasing support for women’s football, as it commands increasingly impressive TV audiences.

Men’s basketball started with big expectations on Sunday. The new US Dream Team was up against France, one of the strongest challengers. On France 3, the game was followed by 3.9 million viewers and a market share of 33.3 per cent. The match was a huge success both for the spectacular game and the impressive TV audience figures taking into account the usual little regular exposure of basketball.

Road cycling, one of the most popular competitions, took place on 28 Saturday. Reason: Bradley Wiggins won the Tour de France in July, his appearance at the Opening Ceremony once again, stoking British enthusiasm for the sport.

In the UK, BBC3 averaged 788,100 viewers with a 7.7 per cent market share for the race and peaked at 2 million viewers (18.5 per cent market share) just before the last hope for a British medal disappeared in this race.

Eurodata TV Worldwide vice-president Jacques Braun said, "The United Kingdom is known worldwide as a country of sports tradition, so this event could be seen as a symbolic return to their roots. Furthermore, the Euro 2012, the NBA Finals, the Tour de France and Wimbledon were great boosters for this amazing sports summer with the performances of Bradley Wiggins and Andy Murray. The performance of cycling in this Olympics demonstrates again the ingredients of TV ratings success: a whole country or city getting behind their hero with medals at stake."

Latest Reads
Essence hires Sonali Malaviya as VP - client partner

Essence, a data-driven global agency and a part of GroupM, has announced the appointment of Sonali Malaviya as the vice president - client partner. She will be reporting to Anand Chakravarthy, managing director, Essence India and will lead the Google relationship, based in the Gurgaon office.

MAM Marketing MAM
Bridge Music Academy launches the racist keyboard

MUMBAI: Earlier last month, Bridge Music Academy has launched the racist cover campaign aimed at educating children about racism and its effects. Conceptualised by Dentsu Webchutney, the campaign is supported by Culture Fox and Roland.

MAM Marketing MAM
QuikrHomes releases consumer sentiments report for 2018

MUMBAI: Leading digital real estate business QuikrHomes has released a comprehensive report that captures consumer sentiments for the year 2018. The report was conceptualised to understand consumer sentiments post regulatory changes in the real estate and what it means to the industry in 2018. 

MAM Marketing MAM
Law & Kenneth Saatchi & Saatchi appoints Delna Sethna as CCO

MUMBAI: Law & Kenneth Saatchi & Saatchi, Publicis Communications’ full-service creative agency, has named Delna Sethna as its chief creative officer across all its businesses. Prior to this, Sethna was leading some key global businesses such as P&G brands and Mondelez.

MAM Marketing MAM
2018 will be a year of video campaigns: WATConsult's Rajiv Dhingra

MUMBAI: If you see an advertisement on a website or your app, you are a well defined consumer of digital advertising. Thet ads on the website you visit are primarily revenue source for internet companies.

MAM Marketing MAM
Mother's Recipe undertakes initiative for war heroes

MUMBAI: India’s homegrown pickle brand Mother’s Recipe initiated a new campaign called, tribute to our motherland to salute the supreme sacrifice and selflessness of our brave men in uniform. Under this initiative, the company will contribute Rs 3 from the sale of every special edition Mothers...

MAM Marketing MAM
Is India ready for the impact of AI on marketing?

MUMBAI: From self-driving cars to voice assistants Siri and Alexa, artificial intelligence (AI) is expeditiously becoming popular. While one may think of AI only as intelligent robots or technology, it encompasses everything from Google’s search algorithm to e-commerce to geo-target and...

MAM Marketing MAM
Kajaria Ceramics touches patriotism with Akshay Kumar

MUMBAI: Kajaria Ceramics has launched another new ad campaign with its official brand ambassador and Bollywood actor Akshay Kumar. The company recently launched a TVC for its bathware solutions brand KEROVIT with Anushka Sharma.

MAM Marketing MAM
Duroflex launches sleep marathon with Milind Soman

MUMBAI: We are living in the time of the gig culture where staying up all night to meet project deadlines is celebrated. However, long term effects of lack of sleep are hardly discussed. Keeping this in mind, Happy mcgarrybowen, the creative agency from Dentsu Aegis Network, has conceptualised the...

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories